As more Gen Zers reach the legal drinking age, experts highlight how this younger generation is driving variety and innovation in the beverage alcohol market.

As premiumization continues to drive growth for the wine category, experts highlight how consumer engagement, demographic shifts are influencing the market.

As consumer trends continue to impact the coffee market, experts note that the overall category is shifting gears to meet consumers’ changing preferences.

Chicago-based Information Resources Inc. (IRI) announced findings from two recent studies of the shopping attitudes and behaviors, along with the emotional drivers of Generation Z (aged 21 and under).

A new survey from industry consultants Beverage Marketing Corporation (BMC), New York, and Boston-based Fluent, a leading college marketing and insights agency, found that taught to make healthy choices from a young age, Gen Z college students take that lesson seriously when reaching for beverages. Practicality and natural products are preferred, while artificial ingredients and crazy fads are likely to cue a collective eye-roll, the companies say.